You’ve probably been hearing more and more about the approach everyone’s calling ABM (Account-Based Marketing) or even ABS (Account-Based Strategy).
Numerous practitioners seem to explain the concept in different ways. A ‘science’, or a ‘methodology’, something almost alchemical, with a multi-step process and a 60-slide PowerPoint explaining a process.
At Hartley-Stone we can summarise it really simply:
ABM is all about customers. That’s it. It’s that simple. Let us explain:
Just like our everyday lives as consumers with recurring shopping deliveries, taxi apps and streaming media, the enterprise technology market is now moving headfirst into a service-orientated model. That means everybody wants to try and sell a version of everything, at a recurring price, on a cloud platform.
While everything a vendor offers is undoubtedly different to its rivals, how do you cut through the global marketing noise to show customers exactly why you’re what they need?
The answer is with precision, laser focus. Which organisation do you want to target to become your customer? And beyond that, which individual people do you want to talk to in that organisation to try and make your case?
That’s ABM – helping you open a conversation with the specific person or people you need to make the deal.
That’s exactly what Hartley-Stone specialises in. By research, insight and decades of experience in the enterprise technology and IT sector, we can cut straight to the heart of a customer’s needs by a combination of logic and intuition.
And then on a consultancy level, we can educate your sales teams to most effectively execute the conversational opportunities we’ve helped you open. They’ll go in with a plan, a headful of knowledge, and a firm grasp on the common ground required to make the sale.
ABM is all about customers. Identifying customers, identifying their needs, and respecting their wishes.
No ruse, no hustle, no shot in the dark: with ABM at Hartley-Stone, we’ll help you find what differentiates your solution for every customer use case, and engage firmly with those customers to prove it.
We’d love to hear from you to discuss how together we can start work on ABM projects to empower your selling process.[Samantha Andrews, Managing Director]